• by John Gaffney , July 9, 2002

Rockin’ All Over The World: Hey, I’m a globalization guy. I read “The Lexus and The Olive Tree.” Bought the CD and the DVD of “Buena Vista Social Club.” Ate a burrito for lunch today. I drive a Volvo. One of my favorite movies is “Cinema Paradiso.” But I’m still not sure that globalization in advertising will be effective. Playing the international game is very cool and in vogue right now. But before planners and buyers play it, I hope they understand that choosing an international link needs to be an important element in the brand being advertised. The BMW Films series was very international in feel, accent and plot. Those elements have always hit the target among the young, upscale BMW owner. Kronenbourg Beer is currently playing its French-ness much harder than Heineken ever played its Dutch-ness. Now Chrysler will play up its German relationship to Daimler in a new campaign. I’m not casting dispersion on whether this will be effective. I do know that for the brand’s sake that the potential customer needs to find the international connection attractive. The Chrysler customer used to be a “Made In The USA” fan back in the days of Iacocca. Going German is an upscale strategy. It is also a different and risky strategy. As a differentiating factor, I think it’s a smart strategy. Me and a bunch of Chrysler dealers can’t wait to see the results.

Please Send Him Up Already; or Bye, Bye, Bye:I can’t believe legitimate news organizations like AP, CNN and the New York Times keep biting on the “N’Sync’s Lance Bass To Go Into Space” story. Yesterday some guy at the Russian Space Agency says it and Bass have spoken. And that rates a mention on a day when the President of the US had to step in and try to save the stock market? When the kid climbs down the hatch, write a story. Run a picture of his terrified mug. But until then, let’s stick to the stuff that matters, OK? Like David Hasslehoff going into rehab.

Clarification:A Media Daily News story that ran Monday, written by me, did not clearly quote Magazine Publisher’s Association EVP Ellen Oppenheim. A quote in the story could have been interpreted that she thought advertisers had no confidence in their post 9/11 ad message. That was not her intent. And a second quote indicated that Oppenheim believed that magazines were now being sold, not over other media, but in conjunction with other media. Oppenheim staunchly believes that magazines are a powerful and preferable media vehicle for advertisers.